Health Tourism is a recent term that encompasses a wide range of tourism. This type of tourism has been practiced for centuries, but is considered new in Iceland. It has proved difficult to define the concept, however, most agree that health tourism can be divided into two groups. They are wellness tourism and medical tourism. The Blue Lagoon is a pioneer of such tourism in Iceland. Blue Lagoon has created a discussion of health tourism in Iceland and the marketing of the company has over the last few years shifted increasingly to health tourism. The aim of this study is to analyze the concept of health tourism and observe how the marketing of the Blue Lagoon has changed with regards to health tourism. Future plans for health tourism are also explored. To gain insight into these matters there were taken two interviews and attended a conferences on health tourism in Iceland and its future. Interviews were conducted with Magnea Guðmundsdóttir promotions manager for the Blue Lagoon and Jón Gunnar Borgþórsson specialist at Íslandsstofa. The main findings of this study are that health tourism is on the involvement stage of the product life cycle curve. The marketing of the Blue Lagoon has become more direct with regards to health tourism. The future seems bright and the relationship between the private companies and the government is getting stronger. Greater product development can contribute to better quality of service and will attract tourists to the country who are willing to pay more for better service.

Accepted:

Jan 14, 2011

URI:

http://hdl.handle.net/1946/7305

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Markaðssetning Bláa lónsins með hliðsjón af heilsuferðamennsku.pdf

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